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Women love info shopping
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Three out of four women regularly study online newsletters
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Men rely on recommendations from other Internet shoppers
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Hamburg, April 17th 2007 –
A thorough comparison of the products on offer generally precedes a purchase on the Internet. Women are more active than men in their search for information. For example, three out of four women regularly read product newsletters to keep up with the latest online offers. Barely two thirds of men use this service. While 28.3 per cent of women also take a close look round the e-shops of brand names like Mexx or Esprit before buying new clothes - whether planning a purchase or not, only 18.5 per cent of men do the same. These are the findings of the latest trend survey "Vernetzte Kunden - Wie Web 2.0 das Online-Shopping verändert" ("Internet customers - how Web 2.0 is changing online shopping"), conducted by novomind AG in collaboration with wiwo.de and handelsblatt.com.
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The reason for the differences lies in the different types of shopping behaviour. While male consumers prefer to spend their money on mass consumables, such as electrical equipment, female customers are more interested in individual products, such as clothing. Before a woman decides on a purchase, she would like to know whether the article suits her. Four out of ten women would, therefore, welcome three-dimensional images of products and the opportunity to combine colours according to their personal taste. One in ten women would like to have a virtual fitting room.
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As keen as women may be to obtain information from the Web, they are anything but keen to comment on products themselves. Nearly 60 per cent of female online shoppers keep their praise and criticisms to themselves. Men are far more open in this respect. When choosing a product, they rely more on tips they get from other people and, in return, at least 48 per cent of male end consumers are willing to give some feedback about their own experiences with products to the Internet community.
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When Internet shoppers are prepared to divulge information themselves, they do it mainly in the user forums and on the marketplace sites of sellers such as Amazon and Otto.de. One in four online consumers post comments in forums; one in five gives details of his or her own experiences with products on marketplace sites. Price comparison sites such as idealo.de, on the other hand, contain fewer contributions from consumers. Only 7 per cent of the respondent online buyers said they post product information there.
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Women inform themselves more often than men prior to making a purchase
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The report on the trend survey "Vernetzte Kunden - Wie Web 2.0 das Online-Shopping verändert" (Online consumers - how Web 2.0 is changing online shopping) presents the findings of an online survey conducted for novomind AG in collaboration with wiwo.de and handelsblatt.com. The survey investigated where the latest trends lie with Web 2.0 applications and how customers use them. The survey was conducted during the period from 30 January to 28 February 2007. In total, 374 end consumers participated.
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novomind is a software developer in Hamburg and the fastest-growing company in the field of electronic customer communications and mail management. As the leading provider of innovative solutions for digital customer communications, novomind AG provides software for service-oriented and personalised customer dealings. The software not only optimises efficiency in customer administration significantly, it also gives the user a faster return on investment. The portfolio of the Products division includes the novomind Self-Service SuiteTM. The software package contains all the communication modules necessary for a customer service centre on a central knowledge basis: e-mail management, virtual customer consulting and systems for interactive, real-time communication. The novomind AG Services division implements complex e-business applications. More than 40 major companies have already decided in favour of novomind technology, among them Citibank, Otto, Yello Strom and the German pension institution Deutsche Rentenversicherung Bund. Club Bertelsmann, EnBW and Mexx as well as public-sector users, such as the German Bundestag (parliament) and the German Department of Trade and Industry, have already successfully introduced novomind systems to optimise their customer communications, turnover and PR.
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